Clear Channel Outdoor Taps Matter to Steer OOH's Data-Driven Transformation

BOSTON, MA – March 31, 2026 – In a significant move signaling a push to redefine its industry narrative, Clear Channel Outdoor has named Matter Communications as its new strategic communications agency of record. The partnership tasks Matter, an agency with a strong pedigree in the B2B technology sector, with leading a comprehensive public relations and social media program designed to solidify Clear Channel Outdoor’s position as a leader in the rapidly evolving out-of-home (OOH) advertising market.

Clear Channel Outdoor, a media giant with a formidable presence across North America, is entrusting Matter to expand its visibility, amplify its executive voices, and showcase its role in shaping the future of advertising. The collaboration comes at a pivotal moment for the OOH industry, which is undergoing a profound technological renaissance.

A Strategic Pivot for an Evolving Industry

Once viewed as a traditional, static advertising channel, OOH is now the fastest-growing traditional medium, experiencing double-digit growth globally. This resurgence is fueled by a massive digital transformation. Digital out-of-home (DOOH) now accounts for nearly 45% of Clear Channel Outdoor's North American revenue, a testament to the industry's pivot toward dynamic, flexible, and data-enabled solutions. With global OOH ad spending projected to exceed $40 billion in 2024, the stakes for market leadership have never been higher.

The partnership between Clear Channel and Matter is a direct response to this new landscape. As advertisers demand the same level of targeting, measurement, and ROI they expect from digital media, OOH providers must do more than simply offer screen space; they must communicate a complex value proposition centered on data and performance. Matter was selected precisely for this challenge, bringing a history of success with high-growth technology companies.

“Matter stood out for their ample experience supporting high-growth B2B and technology companies, deep relationships across business and tech media, and a proven strategic approach that aligns perfectly with our ambitions,” said Dan Levi, Chief Marketing Officer of Clear Channel Outdoor. The decision reflects a strategic imperative for legacy media giants to adopt the language and tactics of the tech world to maintain relevance and drive growth.

Harnessing AI for a New Era of Discovery

A key factor in the selection was Matter's perceived ability to navigate and articulate the impact of emerging technologies. Levi specifically highlighted the agency's forward-thinking approach “as media consumption and AI-driven discovery continue to evolve.” This phrase points to a critical shift in how OOH advertising operates and competes.

'AI-driven discovery' is more than a buzzword; it represents the integration of artificial intelligence into every facet of the OOH process. For Clear Channel Outdoor, this means leveraging AI for real-time audience analysis, using vast datasets to understand human movement and behavior in physical spaces. This allows for hyper-targeted ad placements that move beyond generic demographics to predict audience engagement with a high degree of accuracy.

Furthermore, AI is revolutionizing measurement, solving the historical “black box” problem of OOH effectiveness. Advanced techniques like footfall attribution—which uses anonymized mobile location data to link ad exposure directly to store visits—provide tangible proof of impact. This allows marketers to optimize campaigns in near real-time, a capability that puts OOH on par with its digital counterparts. As other channels grapple with challenges like ad-free streaming, audience fragmentation, and privacy restrictions, the ability of OOH to deliver measurable reach at scale becomes an even more powerful selling point.

The Agency Behind the B2B Ascent

For Matter Communications, this partnership is a significant validation of its brand elevation strategy. The agency has built a formidable reputation, underscored by numerous industry accolades, including a Gold Stevie® Award for Public Relations Agency of the Year and multiple Bell Ringer Awards for campaigns in technology and executive thought leadership. Its success with B2B clients stems from an integrated model that combines traditional PR with digital marketing, creative services, and strategic content.

Matter's task will be to translate Clear Channel Outdoor's technological advancements into compelling narratives that resonate with modern marketers, brands, and industry analysts. Through strategic storytelling and proactive media engagement, the agency will aim to spotlight how Clear Channel helps its partners not only connect with the right audiences but also precisely measure the impact of their investments.

Redefining OOH as an Essential Marketing Channel

Ultimately, the collaboration aims to achieve something larger than promoting a single company; it seeks to elevate the perception of the entire OOH industry. The goal is to move OOH from a supplementary, “nice-to-have” buy to an indispensable part of the modern marketing mix.

“Clear Channel Outdoor is leading the market with dynamic, measurable solutions that are bringing renewed and meaningful attention to out-of-home advertising,” said Mandy Mladenoff, President of Matter. “They are proving that OOH is not simply a ‘nice-to-have,’ but a crucial component of every modern marketer’s strategy.”

This mission is embodied by executives like Dan Levi, who serves on the boards of the Out of Home Advertising Association of America (OAAA) and Geopath, the industry’s audience measurement body. This leadership demonstrates a commitment to industry-wide innovation and standardization. Together, Matter and Clear Channel Outdoor will work to cement this vision, ensuring the story of a data-driven, highly effective OOH channel is heard by the audiences that matter most.